Liga Contra El Cancer: Shadow Wifi

Credits & Description:

Advertiser: LIGA CONTRA EL CANCER
Agency: HAPPINESS BRUSSELS
Geo: Belgium
Agency Producer: Bart Vande Maele(Happiness Brussels)
Chief Operating Officer: Damary Milla(Liga Contra El Cancer)
Creative Producer: Dominique van Doormaal(Happiness Brussels)
Chief Creative Officer: Geoffrey Hantson(Happiness)
General Producer: Jacques Aragonés(FCB Mayo)
Executive Creative Management: Karen Corrigan(Happiness)
Graphic Designer: Laurie Lacourt(Happiness Brussels)
Director: Sebastian Salinas(FCB Mayo)
BTL Supervisor: Tomas Cortes(FCB Mayo)
Concept Provider / Copywriter: Catherine Hermans(Happiness Brussels)
Graphic Designer: Gregory Ellinger(Happiness Brussels)
Chief Innovation Officer: Kris Hoet(Happiness)
Concept Provider / Art Director: Laurie Lacourt(Happiness Brussels)
Group Account Director: Pascal Kemajou(Happiness Brussels)
Creative Director: Philippe Fass(Happiness Brussels)
Wifi Hardware specialist: Ward Van Ooteghem(In Any Event)
The Brief
Skin cancer is the fastest growing form of cancer in the world. When hitting the beach to get a tan, most people don’t realise that putting lots sunscreen is not enough. Especially between noon and 4pm they should also seek some shadow every now and then. We wanted to actively make people seek some shadow and inform people about the dangers.
Campaign Success
We grabbed the right target audience at the right moment at the right place : the beach.
SHADOW WIFI was first introduced end of April in Peru, for the Peruvian League against cancer, followed by Belgium in August for Stichting tegen Kanker on popular beaches. To get connected people had to register on a webpage with all the prevention information needed, which allowed us to prolong the relationship and inform, educate and keep people updated on the dangers of skin cancer. By doing so, SHADOW WIFI actively kept people in the shade and helped them to stay connected with peers and friends. In the near future SHADOW WIFI will also be set up in Australia and the U.S. together with local foundations against cancer, but as an open source idea it can be set up in any country.
Describe the success of the promotion with both client and consumer including some quantifiable results
The outcome was amazing: SHADOW WIFI didn't only inform people, but actually changed their behavior. In total, Shadow Wifi received more than 200 registrations per square meter of shadow per day, followed by thousands of follow-up emails. Allowing the cancer foundations to further inform people about the dangers and prolong the relationship. Offering an average of 6000 hours of free content every week. But even more important, SHADOW WIFI quickly became a story to be told. Press picked it up, massively, resulting in an estimated Earned Media Reach of 200 million contacts. In the near future SHADOW WIFI will also be set up in Australia and the U.S., together with the local foundations against cancer, but as an open source idea SHADOW WIFI is being solicited by Cancer Foundations all over the world.
Explain why the method of promotion was most relevant to the product or service
Shadow Wifi clearly targets an audience who’s actively in danger: people on the beach. Skin cancer is the fastest growing form of cancer in the world. And instead of flatly informing them we activated them and gave them a good reason to engage and seek some shadow: free wifi. To get connected they had to register on a webpage with all the prevention information needed, allowing us to prolong the relationship and keep them updated on the dangers of skin cancer.